Marriott to Expand Bonvoy Guest Loyalty Program with New Benefits

By Kurt Stolz on 22 September 2020
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Reception desk, Grosvenor House a JW Marriott Hotel

Marriott International announced a partnership with Ascenda to offer members of its guest loyalty program a variety of new benefits.

The move should give members of Bonvoy more ways to earn and redeem points.

The hotelier will be able to “tap into a network of global partners to enrich our loyalty program offerings,” said Julie Purser, the company’s vice president of loyalty.

Marriott’s new guest loyalty program, Bonvoy, made its debut in February, 2019, although the new program actually went into effect in August of 2018. In the interim, the pre-merger programs continued to use their old names, Marriott Rewards, Starwood Preferred Guest and Ritz-Carlton Rewards.

The name “Bonvoy” was not announced until mid January.

Marriott and Starwood merged in September 2016, nearly a year after the deal was first announced. It combined the billions of data points for the 110 million members of its three guest loyalty programs into a unified platform in 2018.

Ascenda has worked with numerous hotel chains and airlines in this realm including Air France/KLM, British Airways, Japan Airlines, JetBlue Airways, Jumeirah Hotels and Resorts, Lufthansa, and United Airlines.

The specific benefits that will be available from Ascenda have not yet been announced.

(Photo: Accura Media Group)

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